I walked into a music store the other day in Guthrie OK - The Double Stop Fiddle Shop . The owner, Byron Berline is a legend in Bluegrass music. I was asked to conduct an on-camera interview with Byron and was thrilled to find him humble, charming and as talented as I had hoped. We conducted the interview in a back room where dozens of fiddles hang from racks, ready to be purchased. What struck me about these fiddles is that each one had a slightly different sound, each one had been masterfully assembled by hand.

In our world of instant gratification and homogenous messaging, these wonderful instruments represented a patient, time-honored process. There are no shortcuts to make a good fiddle. When I asked Byron to play something, he took his time to find the right fiddle from the racks, testing several before settling on one that was pleasing to him. He explained that each fiddle differs slightly in tone and pitch and, each musician perceiving music in slightly different way, the only way to know which one you prefer is to play it yourself.

I find this lesson refreshing and appropriate to marketing. My job is to create messages that are pleasing and pertinent to each individual. There are no shortcuts when creating messages that work. Whether we are using social media, digital media or traditional means to reach our customer, my tone and pitch need to be different and pleasing enough to stand out.

Thanks Byron for that time-honored lesson. And if you're in the market for a fiddle, banjo or guitar, check out The Double Stop Fiddle Shop. You won't be disappointed.